Hugo King · Shopify demo stores · October 2026

Three brands, built to show the work behind a Shopify store.

Hi Tom!

Thanks for taking a look.

Most of my Shopify work is for clients, so I can't show it in detail. Instead I built three fictional brands from scratch, each on its own Shopify Plus development store, each answering a different question a growing brand has to get right.

Every write-up below explains what each feature does, why it matters to the business, and how it was built. Products, photography and marketing data are illustrative; the stores, theme code, automations and orders are real.

Fernlowe linen clothing on a moor at dusk01 / 03
Product data and compliance

Fernlowe

Slow-made British clothing. How do you hold rich, accurate product data and turn it into something customers trust?

  • Digital product passports
  • Fit guidance and pre-loved listings
  • Materials pages and structured data for search
Read the write-up →
Live store fernlowe.dev.jiggyjaw.com ↗
Moonrake bedding in a bedroom at night02 / 03
Campaigns and conversion

Moonrake

Bedding and sleepwear. How do you plan campaigns and drops, grow basket size, and test what actually works?

  • Scheduled campaigns and a limited drop
  • Bundles and basket building
  • A/B testing and UK, EU and US markets
Read the write-up →
Live store moonrake.dev.jiggyjaw.com ↗
A walker in a Wrenfold beanie and scarf on a stone wall by the sea03 / 03
Operations and data

Wrenfold

Wool accessories with lots of SKUs. How does a small team keep product data, stock and reporting under control?

  • Master data and SKU generation
  • 3PL stock reconciliation
  • Shopify Flow and a weekly trading dashboard
Read the write-up →
Live store wrenfold.dev.jiggyjaw.com ↗

What all three have in common

Built on Horizon
Shopify's current theme, extended with custom theme blocks rather than paid apps.
Data first
Metafields, metaobjects and the Admin GraphQL API, so content lives in one place and stays consistent.
No paid apps
Everything shown uses Shopify's own features and free tools, including Shopify Flow.
Explained for the business
Each feature starts with the problem it solves, not just how it was made.